ZIMMERLI Unveils the «House of Private Luxury»
Zurich, 15 October 2026 – With the opening of its new flagship store at Weinplatz 10 in Zurich, ZIMMERLI SWITZERLAND has created a place where the brand brings «Private Luxury» to life. The new «House of Private Luxury» combines Swiss craftsmanship and the finest collections in an atmosphere designed to invite visitors to linger and feel at home – in the very place where the historic Hotel Schwert welcomed distinguished guests from around the world for centuries.
ZIMMERLI has had a presence at Weinplatz since June with a
pop-up store. Following a brief refurbishment phase, the heritage Swiss brand
is now opening its new flagship store in the former Hotel Schwert. It is
ZIMMERLI’s only flagship store worldwide and complements its franchise stores
in Geneva, Paris, Dubai, Riyadh, Beirut and Taipei.
The «House of Private Luxury» is closely linked to
ZIMMERLI’s rebranding in May 2026. Since then, the brand has operated under the
guiding idea of «Private Luxury», and the new flagship store is the first
physical expression of this brand philosophy. At the heart of the store concept
was the creation of an atmosphere that feels less like a traditional retail
space and more like an elegant home.
The history of the building lends the location particular
significance. For centuries, the former Hotel Schwert was one of Zurich’s
best-known establishments and hosted figures including Wolfgang Amadeus Mozart
and Giacomo Casanova. Where international guests once stayed and experienced
personal hospitality, that spirit continues today in a contemporary form.
«With our rebranding, we evolved ZIMMERLI’s Swiss
heritage and positioned the brand as Private Luxury. The new Flagship Store
brings this vision into a physical space. Choosing the historic Hotel Schwert
was no coincidence. For centuries, it stood for personal hospitality and
welcomed distinguished guests from around the world. With ZIMMERLI, we are reinterpreting
this tradition for today.» Pascal Höhener, CEO of ZIMMERLI.
The new flagship store presents the complete ZIMMERLI world
for women and men. The range includes premium underwear, sleep-to-lounge wear,
ready-to-wear, timeless essentials, seasonal collections and limited editions.
The window display created for the opening deliberately
references both the Zurich location and the brand’s origins. A specially
developed installation brings together the themes of Hotel Schwert and Handmade
in Switzerland with the world’s largest Züri Boxer, creating a striking and
unmistakable focal point at Weinplatz.
The official opening will take place on 15 October 2026.
During the opening days, ZIMMERLI invites customers and guests to raise a glass
to the new House of Private Luxury and discover the brand’s new world at
Weinplatz.
About ZIMMERLI SWITZERLAND
In 1871, Pauline Zimmerli crafted a true masterpiece of
Swiss artistry. What began as a visionary idea has evolved into a global icon:
the very essence of Private Luxury – for those who don’t seek the extraordinary
but experience it. ZIMMERLI combines the most exclusive materials with
sophisticated Swiss craftsmanship to create a timeless way of life. Every fibre
is carefully selected, every seam executed with passionate precision, and every
detail perfected with devotion. The result is a collection of the finest
underwear, sleep-to-lounge, and resortwear offering uncompromising quality for
those who live with grace and purpose.
ZIMMERLI Flagship Store
Weinplatz 10
CH-8001 Zurich
Opening hours:
Mo-FR: 10.00-19.00
Sa: 10.00-18.00
Route: Google Maps
Opening: 15 October 2026
Media
contact
Renzo Sigrist
media@zimmerli.com
+41 44 457 64 00
zimmerli.com
